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Chapter 4 conducting marketing research, Marketing Management, Philip Kotler, 14th edition, 2012. Bài giảng giáo trình quản lý marketing của Philip Kotler. Lý thuyết kèm các case study minh họa cho bài giảng.
Phillip Kevin Lane Kotler • Keller Marketing Management • 14e Conducting Marketing Research Discussion Questions What constitutes good marketing research? What are the best metrics for measuring marketing productivity? How can marketers access their return on investment of marketing expenditures? Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide of 22 Marketing Research System Market Research Insight Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide of 22 Marketing Research The systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company Creative Research Means Check out rivals Internet sources Rivals Marketing partners Student projects Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide of 22 Marketing Research Process Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide of 22 Step 1: Define the Problem Focused inquiry Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide of 22 Step 2: Develop the Research Plan Data Sources • Secondary data • Primary data Sampling plan Contact method Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Research Approaches • Observation • Focus groups • Surveys • Behavioral data • Experiments Research instrument • Questionnaires • Qualitative measures • Technological devices Slide of 22 Step 3: Collect the Information Online surveys Telephone surveys Interviews In-home surveys Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 10 of 22 Step 4: Analyze the Information Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 11 of 22 Step 5: Present the Findings Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 12 of 22 Step 6: Make the Decision Research Decisions Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 13 of 22 Characteristics of Good Marketing Research Scientific method Research creativity Multiple methods Interdependence of models and data Value and cost of information Healthy skepticism Ethical marketing Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 14 of 22 Former marketing research executive for General Foods concluded that Star Wars would fail at the box office The film grossed $4.3 billion in box office receipts Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 15 of 22 Measuring Marketing Productivity Marketing-mix modeling Marketing metrics Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 16 of 22 Marketing Metrics Quantify Marketing Performance Compare Interpret Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 17 of 22 Marketing Metrics External • • • • • • • • • Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Awareness Market share Relative price Number of complaints Consumer satisfaction Total number of customers Perceived quality/esteem Loyalty/retention Relative perceived quality Slide 18 of 22 Marketing-Mix Modeling Awareness Expenditure Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 19 of 22 Marketing Dashboards Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 20 of 22 Marketing Measurement Pathway Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 21 of 22 Marketing Dashboard Example Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 22 of 22 [...]... 1 Scientific method 2 Research creativity 3 Multiple methods 4 Interdependence of models and data 5 Value and cost of information 6 Healthy skepticism 7 Ethical marketing Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 14 of 22 Former marketing research executive for General Foods concluded that Star Wars would fail at the box office The film grossed $4. 3 billion in box office... Publishing as Prentice Hall Slide 15 of 22 Measuring Marketing Productivity Marketing- mix modeling Marketing metrics Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 16 of 22 Marketing Metrics Quantify Marketing Performance Compare Interpret Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 17 of 22 Marketing Metrics External • • • • • • • • • Copyright...Step 4: Analyze the Information Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 11 of 22 Step 5: Present the Findings Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 12 of 22 Step 6: Make the Decision Research Decisions Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 13 of 22 Characteristics of Good Marketing Research. .. perceived quality Slide 18 of 22 Marketing- Mix Modeling Awareness Expenditure Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 19 of 22 Marketing Dashboards Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 20 of 22 Marketing Measurement Pathway Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Slide 21 of 22 Marketing Dashboard Example